The Eurosion Of Brand LoyaltyBy
The packages of Belgium's No.1 coffee, Douwe Egberts, were marked down on a recent Saturday at a Delhaize supermarket in Brussels. But Nicole Verhasselt, a well-dressed fiftysomething widow, stood on tiptoe to snare the last pack of Delhaize's house-brand, Mariana. At 40 less than Douwe Egbert, a coffee owned by America's Sara Lee Corp., Mariana certainly appealed to Verhasselt on price. But the real reason she chose Mariana, she says, is that "it just tastes better."
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